奥美策略行销工具箱

•Change
•first Steps
•改变的压力
•清楚的远景
•Pressure for •+ •Clear Shared •+
•Change
•Vision
•可行的具
•+ •体下一步 •Actionable
•first Steps
•持续力
•随意发生的
•+ •Sustained
•Momentum
•=事 •Random &
•Expected retaliation
•Bargaining power
•Treat of new entrants
•of suppliers
•Industry competitors
•Bargaining power • of buyers
•Suppliers
•Intensify of Rivalry
了解“乱流度”能帮助我们推知产业或消费者， 为何产生某种反应，以及如何帮助他们处在比较 "舒适"的乱流 度中。
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奥美策略行销工具箱
乱流的来源 (Source of Turbulence)
•模棱两可 •Ambiguity
•+ •复杂 •Complexity
•+ •似是而非 •Paradox
•只有热情别
•=无•H他ot 物air & not
much else
•头重脚轻,
见光死
•+
•=•A fast start
that fizzles
and dies
•
•Ref: TN/SM/STRMKTOL/rc
决定行业获利的五大要素
•潜在的进入者 •Potential entrants
•供应商的
•新进入市场的威胁
•Change
•+ •+ •+ •改变的压力
•Pressure for
•清楚的远景 •Clear Shared
•改变的能力 •Capacity for
•可行的具 •体下一步
•Actionable
•Change
•Vision
•Change
•first Steps
•持续力
•+ •Sustained
•Momentum
• firm concentration
•Product differences
•Buyer volume
•Brand identity
•Buyer switching costs relative •Impact on quality/
• to firm switching costs
• performance
奥美-策略行销工具箱
PPT文档演模板
2020/11/16
奥美策略行销工具箱
•WHY
•WHAT •WHO
PPT文档演模板
BASIC TOOLKIT
•乱 流
•五 大要 素
•九宫格
•改 变
•竞 争优 势
I
•策 略意 图
•AEIOU
奥美策略行销工具箱
乱流 (Turbulence)
定义：当你经验某种完全无法预知的状况之时， 你就会产生"乱流"。 Definition: experiencing something totally unsettling that you can’t predict.
haphazard
efforts
•持续力
•+ •Sustained
•Momentum
•=••A焦n虑xie和ty挫&折
Frustration
•改变的压力
•清楚的远景
•改变的能力
•Pressure for •+ •Clear Shared •+ •Capacity for •+
•Change
•Vision
改变
•改变的 •压力
•+
•清楚的 •远景
•+
•改变的 •能力
•+••可体行下的一具步 •+ •持续力
•改 变
"改变"可以帮助我们清楚的思考和分析
企业、组织、或市场的变革
判断和预测改变的结果
“Change” can help us to understand and analyze changes that occur in organisation and in the
• - access to necessary inputs • - proprietary low-cost production design •Government policy
•New •entrants
•Diversity of competitors •Corporate stakes •Exit barriers
PPT文档演模板
market.
奥美策略行销工具箱
缺一不可
You can’t do without each one of
them
•+ •+ •+ •清楚的远景 •Clear Shared
•改变的能力 •Capacity for
•可行的具 •体下一步
•Actionable
•Vision
•Change
奥美策略行销工具箱
策略的意图: Cathay Pacific
•“I always prefer •Cathay Pacific”
• CUSTOMER
•BEST AIRLINE •OF DECADE
•1999
•“BEST SQUABA”
•COMPETITIVE
•“We do •a better job”
•议价能力
•Treat of new entrants
•Bargaining
power of
•行业的竞争者
suppliers •Industry competitors
•供应商
•Suppliers
•现存竞争者密集度
•购买者的议价能力
•Bargaining power of
buyers
•购买者
•Buyers
•Supplier concentration
•Importance of volume to supplier
•Cost relative to total purchases in the industry
•Impact of inputs on cost or differentiation
•Threat of forward integraion relative to threat
This tool helps us to evaluate where we are today, where will we be tomorrow, and where we will be in the future. It enables us to have a broader view of the whole picture and to march on in a meaningful future direction.
•at lower levels of turbulence
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奥美策略行销工具箱
•如果你习惯较高的乱流度，你会 •If we are personally more comfortable
•at higher levels of turbulence
PPT文档演模板
奥美策略行销工具箱
•1994/95/96
•OPERATION
•1997/98
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•1993/94
奥美策略行销工具箱
九宫格: Urgency / Impact Matrix
•当一群人有很多个想法，需要寻求优先顺序时使用的工具
Th Strategic Issues Matrix is a simple tool for a group use to agree priorities between a number of issues or action proposals.
• of backward integration by firms in the industry
•Determinants of Buyer Power
•Bargain leverage
•Price sensitivity
•Buyer concentration versus •Price/total purchases
•Brand identity
•Access to distribution
•Switching costs
•Absolute cost advantages
•Concentration and balance
• - proprietary learning curve
•Informational complexity
PPT文档演模板
奥美策略行销工具箱
例子 Example
国泰航空不同阶段的意图
•顾客导向 •Customer •具竞争力 •Culture •Competitive •营运 •Culture •Operations •Culture
•本世纪最棒的 •航空公司
•Best of the •decade
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•Proprietary product differences
•Fixed (or storage) costs / value added
•Brand identity
•Intermittent overcapacity
•Switching costs
•Product differences
•Capital requirements
Before rating each item, make sure the owner of the item clarifies it to the group so there are no misunderstandings.
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奥美策略行销工具箱
竞争优势 Competitive Edge
•具竞争性的长处
•比较性的优 点
•Comparative Advantage
•"比较好”
•Competitive Advantage
•不同的特性让我们的对 手今日无法赶上我们 •Something different •which competitors
•+ •不连续性 •Discontinuity
PPT文档演模板
•=
•不确定 •Uncertainty
•=
•机会 •Opportunity
•=
•惊奇 •Surprise
•乱流 •Turbulence
奥美策略行销工具箱
乱流 (Turbulence)
PPT文档演模板
奥美策略行销工具箱
•如果你习惯较低的乱流度，你会 •If we are personally more comfortable
PPT文档演模板
奥美策略行销工具箱
策略的意图
n 想象一个远景 Envisages a desired leadership
n 计划达成远景的中间步骤 Plans for the interim steps to get there
n 如此可将组织的注意力放在 “求胜” 的本质 上
Focuses the attention of the organisation of the
•Something better •can't match today
•竞争性的优势 •Competitive Edge
•竞争者无法追上我 们，因为消费者的认
知已被我们改变 •Competitors can’t catch up because customers’ perceptions have been changed
•Buyers
•Entry Barriers
•Threat of substitutes
•Differentiation of inputs
•Switching costs of suppliers and firms in • the industry
•Substitutes
•Presence of substitute inputs
•first Steps
Βιβλιοθήκη Baidu
•持续力
•不是优先处 理的事
•+ •Sustained •=•Bottom of the
•Momentum priority list
•改变的压力
•Pressure for •+
•Change
•+ •+ •改变的能力 •Capacity for
•可行的具 •体下一步
•Actionable
•Buyer information
•Buyer profits
•Ability to backward integrate •Decision makers’
•Substitute products
• incentives
•Pull-through
竞争对手无法赶上的竞争 优势
这个工具帮助我们思考目前的状况，明天的状况 ，和未来的状况。提醒我们不要只去思考眼前的 问题，也能预留未来胜利的空间和方向
Intensify of Rivalry
•替代品的威胁 •Threat of substitute products or services
•替代品 •Substitutes
•O & M
•Entry Barriers
•Rivalry Determinants
•Economics of scale
•Industry growth